Mudra launches Celsius event solutions unit

Televisionpoint.com Correspondent | Mumbai
Close on the heels of launching Terra rural marketing unit and Water brand strategy and design consultancy unit, the Mudra Group has launched Celsius, a specialized unit for integrated event solutions.

Celsius will offer its clients a wide range of services ranging from designing branded experiences to creating thematic programs to maximizing the impact of brand communication. Apart from these services, the new unit will work closely with the central planning and analytics team to develop experience measurement tools so that clients can measure the ROI of their engagement activities.

Madhukar Kamath, MD and CEO, Mudra Group said, "Celsius strengthens our brand experience offering. We now have a top-notch events team in addition to our existing talents in relationship marketing, digital branding, trade and consumer promotions. We're creating competencies that marketers need to build valuable brands. Celsius will help brands come closer to customers in more engaging and meaningful ways".

Pratap Bose, COO, Mudra Group, says, "Celsius aims to heat up the interactive and event marketing space in India with an offering that will create lasting impressions by designing experiences for our brands, rather than just events. The creative trigger behind the curtain is the difference between WOW and just another run-of-the-mill execution. That is what Celsius will demonstrate in a category which is currently lacking in creative thinking."

Anurag Gupta, president, strategic ventures and integration, Mudra, said, "Experiential marketing is of considerable importance to brand strategy, but current offerings in the market are purely tactical with no differentiation apart from cost of execution. Celsius aims to be an evangelist and change the perception of the industry through cutting edge thinking, innovative integrated solutions and best-in-class execution."

"Events for us are not a one day branded extravaganza. They are catalysts to initiate a sustained and meaningful dialogue with the consumer through pre and post event programs. Celsius will work seamlessly with Tribal DDB (digital), Rapp (relationship marketing) and Kidstuff (promotional marketing) to offer clients complete experiential marketing rather than slivers of interaction." Gupta adds.

Celsius will be headed by Vandana Verma, who has been working in the events and entertainment business for close to a decade. Her expertise lies in creating large format entertainment concepts. Vandana has designed and produced festivals of performing arts and various live events in the U.K., Singapore, Indonesia, Australia, New Zealand and India along with their broadcasting on television.

Vandana was last heading Ogilvy Live North and was instrumental in putting together a winning team and creating some memorable events for her clients like Motorola, American Express, Nestle, Unitech and Coke.